by Marketing Department November 18, 2013

Last Updated: November 5, 2020

By now you have probably moved beyond adding “Like” or “Follow Us” icons to your home page. You might already even have a “Share This” button to a product detail page and are ready to explore how social login and sharing affect eCommerce conversion, engagement, and other successes. If you haven’t implemented social login and sharing yet; get to it! Social media is a greatly beneficial tool to increase product awareness and overall sales. Why is that? Well, just over two-thirds (65%) of adult internet users have an account on at least one social network. That’s an 8-fold increase from 2005! Think about the free advertising and promotion you are missing out on by not including these buttons on your page.

Use Social Login and Sharing to Avoid Shopping Cart Disruption

On average, 75% of online purchases don’t occur because visitors abandon their shopping carts. One big reason is the requirement to register before making a purchase. High abandonment rates result in millions of dollars in lost revenue. Testing different ways to eliminate cart abandonment, such as offering price guarantees or a ‘save the cart’ feature can help, but consumers are creating fewer guest accounts and relying more on their ‘social identities’ for registration. What does this mean? It means incorporating an easy way to login via a social account (Facebook, Yahoo, Twitter, Google +, LinkedIn) has the potential to greatly increase your sales. Let’s have a closet look at this:

From 2010 to 2011, a survey was conducted on how many accounts were created as a guest account as opposed to social login. In 2010, guest accounts dominated the eCommerce account demographic at 41%, however in 2011, that number decreased to 24%. In 2010 eCommerce accounts consisted of 28% social login. That number jumped to 41% the following year. In addition, 40% (2 out of ever 5) eCommerce users at that time prefered social logins over creating a new/guest account. With the impact social media has made on our society, imagine how the impact of social login and sharing has grown.

Become More Relevant with Social Login and Sharing

When the average visitor spends approximately 55 hours a month on social networks like Facebook, they’re inevitably going to talk about your brand, your products, and their eCommerce shopping experience with you. Letting visitors post product reviews directly to their favorite social networks can drive more traffic while making you more relevant to customers who spend much more time on social networks that on your website. Get this: 68% of consumers go to social networking sites to read product reviews and 50% or more use social networks to provide product feedback, both positive and negative. In addition, 59% of consumers say user-generated product reviews have a significant or good impact on their buying behavior.

Increase Key Metrics

If you know anything about Search Engine Optimization (SEO), a couple key factors that search engines (crawlers) take into account is the average time on site and average number of page views. With social login, sharing can have a dramatic impact on how long your customers stay on your website, driving your search engine ranking to the time. Meanwhile, you are creating more opportunities for you to present the right message to the right person, at the right time.

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